INVESTIGATING THE IMPACT OF CHANGES IN CONSUMER BEHAVIOR ON SUSTAINABLE GREEN ECONOMY PRACTICES BASED ON THE ROLE OF ELECTRONIC PAYMENT USE

Abstract

This study was conducted to investigate the impact of changes in consumer behavior on sustainable green economy practices based on the role of electronic payment use. The statistical population included customers using electronic payment of banks in Tehran province. The research questionnaire was distributed and collected among 384 members of the statistical population as a sample. The information collected by the questionnaires was analyzed using SPSS24 and AMOS24 software using structural equation modeling. The results showed that changes in consumer behavior have a positive and significant impact on sustainable green economy practices. Changes in consumer behavior have a positive and significant impact on the use of electronic payment. The use of electronic payment has a positive and significant impact on sustainable green economy practices. The use of electronic payment has a mediating role in the relationship between changes in consumer behavior and sustainable green economy practices. Changes in consumer behavior strengthen sustainable practices in the green economy. Also, the use of electronic payment as a key factor positively and significantly affects this relationship. Finally, electronic payment plays an effective mediating role between consumer behavior and the development of sustainable green economy practices. Investigating the impact of changes in consumer behavior on sustainable green economy practices based on the role of electronic payment usage